Английский язык для менеджеров. Ч. 3
.pdfМинистерство образования Республики Беларусь БЕЛОРУССКИЙ НАЦИОНАЛЬНЫЙ ТЕХНИЧЕСКИЙ УНИВЕРСИТЕТ
Кафедра «Межкультурная профессиональная коммуникация»
Н.Н. Перепечко Н.И. Шумская
Английский язык для менеджеров. Часть 3.
Учебно-методическое пособие
для студентов специальностей 1-27 03 01 «Управление инновационными проектами
промышленных предприятий», 1-27 03 02 «Управление дизайн-проектами на промышленном
предприятии»
Электронный учебный материал
Минск 2019
УДК 372.881.111.1
ББК 81.2Англ-923
Авторы:
Перепечко Н.Н. Шумская, Н.И.
Рецензенты:
Баркович А.А., доктор филологических наук, доцент, заведующий кафедрой информатики и прикладной лингвистики МГЛУ Дрозд А.Ф., кандидат филологических наук, доцент кафедры английского языка экономических специальностей БГУ
Настоящее учебно-методическое пособие предназначено для совершенствования навыков общения в бизнес-сообществе, обучения созданию своего имиджа, а также углубления знаний английского языка и расширения словарного запаса для студентов специальностей 1-27 03 01 «Управление инновационными проектами промышленных предприятий», 1-27 03 02 «Управление дизайн-проектами на промышленном предприятии».
Пособие также может быть использовано для студентов других специальностей и для всех, изучающих бизнес-английский.
Рекомендовано учебно-методическим объединением по образованию в области экономики и организации производства.
Белорусский национальный технический университет пр-т Независимости, 65, г. Минск, Республика Беларусь Тел.(017)292-77-52 факс(017)292-91-37
E-mail: fmme@bntu.by https://fmmp.bntu.by/
Регистрационный № БНТУ/ФММП95-58.2019
©БНТУ, 2019
©Перепечко Н.Н., Шумская Н.И., 2019
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Content |
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Unit 7 New Business ............................................................................. |
5 |
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1. |
Starting up in Business – Key Considerations when Starting your |
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Business............................................................................................... |
5 |
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2. |
Investments & Stock Market ........................................................... |
6 |
3. |
“Stock Market” exercise .................................................................. |
9 |
4. |
How to Spot Successful Start-Ups, and Invest in them ................. |
10 |
5. |
“New Business” exercise............................................................... |
12 |
6. |
Business and Finance .................................................................... |
15 |
7. |
10 Keys to Managing the Business after the Startup ..................... |
16 |
8. |
Guess the Famous Business Ideas ................................................. |
18 |
9. |
“Competition” exercise ................................................................. |
21 |
10. Big Numbers................................................................................ |
22 |
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Unit 8 Marketing ................................................................................. |
23 |
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1. |
8 Keys to a Strong Marketing Strategy.......................................... |
23 |
2. |
Marketing & Sales vocabulary ...................................................... |
25 |
3. |
“Marketing” exercise ..................................................................... |
27 |
4. |
Marketing Mix–The 4Ps and 4Cs .................................................. |
29 |
5. |
Marketing Theories – The Marketing Mix – From 4 Ps to 7 Ps .... |
31 |
6. |
Marketing Techniques ................................................................... |
33 |
7. |
No, your target is not ‘everyone’ ................................................... |
36 |
8. |
Showrooming vs Webrooming ...................................................... |
37 |
9. |
“Ads & Brands” exercise............................................................... |
40 |
10. Marketing Your Business Online ................................................ |
42 |
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11. Blogging vs Instagram ................................................................. |
44 |
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12. 5 Tips on How Your Content Marketing Can Improve Your |
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Pharma Brand .................................................................................... |
49 |
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13. Analysis Chart ............................................................................. |
51 |
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14. Telephoning. What Stress!!!! ...................................................... |
54 |
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Unit 9 Planning.................................................................................... |
56 |
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1. |
Successful Succession Planning .................................................... |
56 |
2. |
Keys to Successful Planning for Strengthening Your Business .... |
57 |
3. |
“Planning” exercise ....................................................................... |
59 |
4. |
How to Do to Planning .................................................................. |
60 |
5. |
Meetings vocabulary ..................................................................... |
67 |
6. |
“Meeting” exercise ........................................................................ |
68 |
7. |
Planning Effective Meetings ......................................................... |
70 |
8. |
Plan Company Events with Expert Tips ........................................ |
73 |
9. |
Interruptions in a Meeting ............................................................. |
74 |
10. How to Lead, Interrupt and Close a Meeting............................... |
76 |
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Literature ............................................................................................... |
79 |
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Unit 7 New Business
1. Starting up in Business – Key Considerations when Starting your Business
Read the advice and discuss it and your answers to the questions in your group
Ask yourself these questions before you start your own
business
There are a number of aspects involved in running a business, which should be thought through before you even start.
If any one of these factors gives you cause for concern our advice is NOT to take this route forward.
1. Knowledge
In any job there are a number of things you need to know or to have considered before you take this important step. Running your own business means that many things covered by colleagues previously now need to be done by you or at an expense if you ask someone else to do them for you.
2.Marketing
What exactly is the product or service you hope to provide?
Who do you expect to buy this service or product?
How will you find them?
How will you approach them?
Are you sure that there are sufficient customers inside the area where you can work profitably?
What is your competition and what can they “do” to you?
3.Finance
How much capital will you require to start the business?
How long will it take until you have earned enough after expenses to pass the point where you can recoup your first investment?
How much net profit do you require to compensate for the additional work and stress of running your own business?
Where will you find the initial capital to start? Have you any assets you could sell or borrow against?
4. Accountancy
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Can you estimate your likely income in 6 months, 1 year, 3 years?
Can you determine the net income?
Do you know much about bookkeeping?
Do you understand VAT?
5.Legal
Will you be a sole trader - a limited company - a partnership?
Do you know the advantages and disadvantages of each of these?
6.Lifestyle
Are you prepared to dedicate yourself to your business - really above all else to make it work? Running your own business is a full-time occupation. It will take over your life since there are always extra tasks that you can do. If you are unwilling to make this sort of commitment then it is better to work for someone else.
A number of people whom we have counselled were already running a small business in addition to their main job. Our experience is that those people had a much better chance of success than those who had not run their own before.
7. Advantages
There are a number of advantages in self-employment.
All the energy you expend is devoted to making your business a success - not in protecting your position.
No one can make you redundant.
You can change the product that you offer very quickly - larger competitors take much longer.
There is a high personal sense of satisfaction when you are successful.
When you succeed you can make a lot of money either from the company or by selling out to a larger rival.
When you reach a certain size you can focus on your strengths and buy in expertise to cover areas where you are less confident.
2. Investments & Stock Market
Learn the business English vocabulary
Word |
Meaning |
Bid |
The price a buyer is willing to offer for shares in |
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a company. |
Blue Chip Stocks |
Stocks of leading companies with a reputation |
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Word |
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Meaning |
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for stable growth and earnings. |
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Bond |
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Certificate |
issued |
by |
companies |
and |
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governments to their lenders. |
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Capital |
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Money and other property of companies used in |
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transacting the business. |
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Capital stock |
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All shares representing ownership of a |
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company. |
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Commodities |
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Products such as agricultural products and |
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natural resources (wood, oil and metals) that are |
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traded on a separate, authorized commodities |
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exchange. |
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Dividend |
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A portion of a company's earnings which is paid |
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to the shareholders/stockholders on a quarterly |
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or annual basis. |
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Equity |
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The value of stocks and shares; the net value of |
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mortgaged property. |
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Equities |
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Stocks and shares which represent a portion of |
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the capital of a company. |
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Futures |
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Contracts to buy or sell securities at a future |
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date. |
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Insider |
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All those who have access to inside information |
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concerning the company. |
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Insider dealing |
/ |
Buying or selling with the help of information |
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trading |
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known only to those connected with the |
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business. |
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IPO |
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Initial Public Offering - selling part of a |
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company on the stock market. |
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Issue |
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Put into circulation a number of a company's |
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shares for sale. |
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Liabilities |
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The debts and obligations of a company or an |
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individual. |
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Mortgage |
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Agreement by which a bank or building society |
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lends money for the purchase of property, such |
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as a house or apartment. The property is the |
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security for the loan. |
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Mutual fund |
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Savings fund that uses cash from a pool of |
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savers to buy securities such as stock, bonds or |
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real estate. |
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Option |
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The right to buy and sell certain securities at a |
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Word |
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Meaning |
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specified price and period of time. |
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Par value |
Nominal face value. |
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Penny stock |
Shares selling at less than $1 a share. |
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Portfolio |
Various types of securities held by an individual |
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or institution. |
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Securities |
Transferable certificates showing ownership of |
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stocks, bonds, shares, options, etc. |
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Sell off |
To sell (remaining or unprofitable items), |
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especially at low prices |
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Share |
The capital of a company is divided into shares |
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which entitle the owner, or shareholder, to a |
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proportion of the profits. |
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Share certificate |
Certificate representing the number of shares |
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owned by an investor. |
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Shareholder |
Owner of shares. |
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Speculator |
Someone who buys and sells stocks and shares |
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in the hope of making a profit through changes |
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in their value. |
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Stock |
Shares (portion of the capital of a business |
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company) held by an investor. |
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Stockbroker |
A licensed professional who buys and sells |
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stocks and shares for clients in exchange for a |
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fee called a 'commission'. |
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Stockholder |
Person who owns stocks and shares. |
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Trader |
Investor who holds stocks and securities for a |
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short time (minutes, hours or days) with the |
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objective of making profit from short-term gains |
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in |
the |
market. |
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Investment is generally based on stock price |
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rather than on an evaluation of the company. |
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Trading session |
Period during which the Stock Exchange is |
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open for trading. |
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Venture capital |
Money raised by companies to finance new |
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ventures in exchange for percentage ownership. |
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Yield |
Return on investment shown as a percentage. |
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3. “Stock Market” exercise
Choose the best response for each one
1. The stock market has been __________________________ for three
days straight. |
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a) fall |
b) lower |
c) down |
2. My stocks are __________________________ 20% this month. a) high b) up c) higher
3. I'm hoping for a 10% __________________________ over the next
year. |
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a) increasing |
b) increase |
c) increased |
4. Trading stock is not a/an __________________________ science.
a) exact b) faultless c) free from flaws
5. When a stock market __________________________( = goes down considerably), many investors lose a lot of money.
a) clashes b) smashes c) crashes
6. My _______________________ advised me to buy this company's
stock. |
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a) broker |
b) breaker |
c) brokerage |
7. The stock decreased in value because many investors were selling it
__________________________ after the negative financial news came
out. |
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a) off |
b) out |
c) on |
8. The news had no __________________________ on the price of the stock.
a) interest b) impasse c) impact
9. These days many investors are __________________________ ( = worried) about the health of the U.S. economy.
a) scathed b) uneasy c) unscathed
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10. Online brokers are usually less expensive than their offline
_________________________
a) counterparts |
b) version |
c) counteract |
11. I'm not sure which loan I should _____________. |
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a) apply |
b) apply to |
c) apply for |
12. We're investing money in areas where we think we can grow and be
________________________. |
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a) profit |
b) profitable |
c) profiting |
4. How to Spot Successful Start-Ups, and Invest in them
Skim the article and find out the pros and cons of investing. Then read the article thoroughly and discuss with our partner the possibilities of investing using the “Investment – Stock Market” vocabulary.
The junior stock market often entices investors looking for exciting, fast-growing companies. The Alternative Investment Market (Aim) is home to an abundance of businesses that have grown from minnows in their fields to household names.
Online retail giant Asos is one of the market’s biggest success stories and, more recently, premium soft drinks maker Fever-Tree has seen its share price more than double from 658p to 1,535p in the past 12 months alone. But for every success on this market there is a heavy failure. Investing in small, often start-up, companies is not for the fainthearted and is certainly not money to be relied upon. Even fund managers specialising in this arena have had their fingers burned more than once.
Start-up companies need to offer something unique if they are to triumph in their field. And there winners and losers:
Soaring Shares
Keywords Studios: This company provides services for video games, making sure they are translated correctly to different languages and that characters and environments suit their audience.
An added benefit is that it’s not tied to just one games publisher or console. Keywords is expanding rapidly, too, and
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